It's been a long time since PPC and SEO were friends. Every year they seem to drift further and further apart. Now things are so bad that they barely talk, and when they do they bicker over attribution. Daniel is here to see if we can all just get along, and he’ll be bringing with him a shedload of data and even some fun machine learning tips.

1. @danielgilbert44
Better Together
PPC and SEO
Daniel Gilbert

2. @danielgilbert44
Hi, I’m Dan Gilbert
• 35 Super-geeks
• $200M Ad Spend
• “Best PPC Agency in the world”*
*According to a Survey of me

3. @danielgilbert44
What do SE(h)Os do?
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Selling Number 1 on the Google
4

5. 5

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What do they want?
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• Practical tips
on how to be
better at SEO
• Links
• More Monies

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• Mysterious
• Wears a black hat
SEOPPC
• Faster than a speeding
bullet
• Able to leap tall SERPs
in a single bound
• Laser focused
How could we ever work together?
•Handsome, outgoing,
humble
•Lives in dark cave,
misogynistic alcoholic
• Enemy called
The Penguin

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PPC Supports SEO
Image credit: fishnbacon.tumblr.com

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We can help you with copy

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How is Quality Score calculated?
prCTR Other shtuff
Brainlabs - Quality Score*
*Source – my own eyes
CTR vs QS

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We needed to get good at copy testing
http://www.wordstream.com/blog/ws/2013/07/16/quality-score-cost-per-conversion

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We Can Test Your SEO Copy
Test different title tags in the headlines.
Test meta descriptions in the ad body
See which sitelinks get clicks
Test headlines & images on GDN
Or just share results from previous experiments

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Ideas for testing
Pricing
Discounts
Locations
Shipping
Range
Exclusivity
Quality
Calls-To-Action
Display URLs
Time sensitivity

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Impact of ad testing
Brad Geddes (@bgtheory) has some interesting examples as follows:

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Construction of an ad
This is what I think an ad should look like:
If you think you can’t be creative with 25 character Headlines, check out
Marty Weintraub’s SMX slides

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How to set up an ad test
1. Keyword testing = SKAGs
2. Concept testing = campaign/account wide

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Keyword testing – 1 kw/AG
Ad Group 1:
Nike Shoes
“Buy Nike Shoes”
CTR = 10%
[nike shoes]
Ad Group 2:
Pink Nike Shoes
“Buy Pink Nike Shoes”
CTR = 25%
[pink nike
shoes]
1 Ad Group:
Nike Shoes
“Buy Nike Shoes”
CTR = 10%
“Buy Pink Nike
Shoes”
CTR = 0.5%
[nike shoes]
[pink nike
shoes]

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Concept Testing: Tools
1. Adalysis
2. Optmyzr
3. Native AdWords tools

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SEO Supports PPC

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Studies show that having organic listings and PPC ads on the same results page
gives you more clicks than if you just had the organic.
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SEO Supports PPC
Source: Impact of Organic Rank on Ad Click Incrementality, Google 2012

21. @danielgilbert44
Link your AdWords account to your Webmaster Tools/Search Console.
Then Google will tell you the clicks, impressions/queries and position of your
organic listings and paid ads – when they appeared separately and when they
were together.
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Paid & Organic Report

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Blended Brainlabs clients (non brand terms only) :
But we can’t connect this to conversions
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Paid & Organic Report
Ad CTR Organic CTR Overall CTR
Ad only 2.82% - 2.82%
Both shown 4.76% 4.10% 8.86%
Organic only - 3.63% 3.63%

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SEO Supports PPC
CTR and conversion rate are higher when there’s an organic
listing.
We analysed data for our clients from AdWords and SEMrush...
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
In Top 10 Organic
Results
Not in Top 10
Organic Results
AdCTR
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
In Top 10 Organic
Results
Not in Top 10
Organic Results
AdConversionRate

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SEO Supports PPC
There’s much less difference in conversion rate, but CTR is still
more than double
Is that just because you rank best for the most relevant terms?
We excluded searches containing brand terms...
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
In Top 10 Organic
Results
Not in Top 10
Organic Results
AdCTR
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
In Top 10 Organic
Results
Not in Top 10
Organic Results
AdConversionRate

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Correlation or Causation?
“GREAT BUT
IS IT CAUSAL
YA PPC
PUNK?”

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Let’s look at some data

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Bubbles!

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What does the data show?
Not sharing the R² - too dangerous to look at averages
Only a selection of the clients where we did see a pattern
Normalised for chaning PPC positions, seasonality and competitors

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What does the data show?
• No meaningful impact on CR
• No meaningful impact in lower positions
• Measurable increase in CTR for higher positions
• Measurable decrease in CTR for reverse trend

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We have a hero

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Conclusions
SEOs can learn from PPC copy experts
Presence in organic  effect on CTR
SEO people should get some of our budget
Next: Quantify the precise improvement for your
business/clients... And get yourselves some ad $$$
Next: what does this look like on Mobile?

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Open-source code
Here’s all the code you need for SEMrush API
http://www.brainlabsdigital.com/blog/

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More Open-source madness!
Try labelling your PPC keywords with your and your
competitors’ positions!

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The End!
daniel.g@brainlabsdigital.com
@danielgilbert44